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Internet-based digitalmarketing strategies fordata-rich environments

Internet-based digitalmarketing strategies fordata-rich environments The purpose of this paper is to first bring to light the essential digital strategies to study organizations. Second, how businesses can improve their strategic capabilities by using the information gathered from internet sources or networks. Third, this study investigates how employees in an organization tend to engage in positive and/or negative gossip and how gossips affect coworker-rated informal influence in organization and supervisor-rated performance. Social network analysis is used to find the underlying relationships between gossips, coworker-rated influence and supervisor-rated performance.Design/methodology/approachThis research paper is divided into two parts. The first study based on profound synthesis of literature. Major digital sources to study organizations are identified. The strategies requirement for each channel is identified. Suggestions are given to managers to improve strategic decision-making based on big data. The second study is a cross-sectional study where questionnaires (survey) are used to elicit data. Social network analysis is used to analyze the data using ucinet 6 software.FindingsThe findings of the study pinpoint the skills required to analyze large data, available in organizations. The second study finds out that close friends are more engaged in gossips than coworkers who have only working relationships. The friends having high structural embeddedness are more likely to be involved in negative gossips. Coworker perceives those employees who are engaged in negative gossips as having high informal influence. However, there is negative relationship between negative gossips and supervisor-rated influence.Research limitations/implicationsThe research study is cross-sectional in design; however, longitudinal design can be used to gain more insights about negative gossips and their effects. Second, a very small sample is used in this study.Practical implicationsThis study can be used to understand informal communication network in the organization. Managers can use this channel to pass information quickly, as informal channels are faster than formal communication channels. This research can be used to understand the underling relationships between the coworkers in organizationsOriginality/valueThis paper provides guidelines to organizational life and information on how the informal networks within organization can be studied. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Bottom Line: Managing Library Finances Emerald Publishing

Internet-based digitalmarketing strategies fordata-rich environments

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0888-045X
DOI
10.1108/bl-03-2018-0012
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to first bring to light the essential digital strategies to study organizations. Second, how businesses can improve their strategic capabilities by using the information gathered from internet sources or networks. Third, this study investigates how employees in an organization tend to engage in positive and/or negative gossip and how gossips affect coworker-rated informal influence in organization and supervisor-rated performance. Social network analysis is used to find the underlying relationships between gossips, coworker-rated influence and supervisor-rated performance.Design/methodology/approachThis research paper is divided into two parts. The first study based on profound synthesis of literature. Major digital sources to study organizations are identified. The strategies requirement for each channel is identified. Suggestions are given to managers to improve strategic decision-making based on big data. The second study is a cross-sectional study where questionnaires (survey) are used to elicit data. Social network analysis is used to analyze the data using ucinet 6 software.FindingsThe findings of the study pinpoint the skills required to analyze large data, available in organizations. The second study finds out that close friends are more engaged in gossips than coworkers who have only working relationships. The friends having high structural embeddedness are more likely to be involved in negative gossips. Coworker perceives those employees who are engaged in negative gossips as having high informal influence. However, there is negative relationship between negative gossips and supervisor-rated influence.Research limitations/implicationsThe research study is cross-sectional in design; however, longitudinal design can be used to gain more insights about negative gossips and their effects. Second, a very small sample is used in this study.Practical implicationsThis study can be used to understand informal communication network in the organization. Managers can use this channel to pass information quickly, as informal channels are faster than formal communication channels. This research can be used to understand the underling relationships between the coworkers in organizationsOriginality/valueThis paper provides guidelines to organizational life and information on how the informal networks within organization can be studied.

Journal

The Bottom Line: Managing Library FinancesEmerald Publishing

Published: Jun 19, 2018

Keywords: Big data; Digital technology; Gossip; Friendship ties; Structural embeddedness; Workflow ties

References